Men’s lifestyle brand Analog Clothing focuses on introducing innovative approaches to style and function in skate, surf, and snowboard culture. Their signature Wheel Wash process has made waves in men’s denim as a treatment technique. We had a chance to ask the brand a few questions. Check them out, along with the latest lookbook, below.

Denim Therapy: Let’s start at the beginning: tell us the creation story of the brand and how it got off the ground.

Analog Clothing: We were part of Burton’s elite outerwear development “style lab” and evolved into a 4 season apparel brand from there.

DT: How do you differentiate yourself from other denim brands out there right now?

AC: Wheel Wash.

DT: Does your team have any pre-design rituals?

AC: Whiskey drinking.

DT: What are some of the stand-out fits/washes in the line right now?

AC: Anything Wheel Wash.

DT: Is your brand influenced by the massive popularity of style bloggers and street style?

AC: We’re influenced by the things we love to do and the athletes we support.

DT: Tell us a bit about your ideal target customer.

AC: 20 something individual with creative sophistication, who appreciates art, music and cultural influences, over a fine glass of Jameson while having a whole lot of fun with pretty girls.